B2B Social Engagement Is About Lead Nurturing

Social media is different for every business and there is no one size fits all strategy. For B2B companies, social media is all about lead nurturing, and it will serve a similar purpose as email marketing does. Since the sales cycle is fairly long for most B2B companies, your goal should be to not only get people to come to your website at every stage of the cycle, but to also give them reasons to come back. This is where social media comes in. That’s why you can’t look at social media for B2B the same way as you would for B2C businesses. It’s impossible to measure social media success the same way for each.

Differences Between B2B and B2C Social Media

There are some major differences in the social media campaigns needed for B2B and B2C companies. With B2C, ROI is often easier to measure. For example, with B2C the main goal may be to convert a social media post post about a sale into tangible sales. Since that was the intent of the post, you can easily measure the ROI of the campaign. However, sales cycles with B2B companies tend to be much longer. A B2B typically wouldn’t use social media as a way to push coupons, advertise deals, or hold contests because that isn’t the nature of their business. The strategy needs to be much different because the goal here is to nurture the leads effectively through the sales cycle while also keeping them engaged with your brand.

B2B Sales Cycles is Much Longer

Often, when B2B’s look at the social media accounts of their B2C counterparts, they become frustrated. To them, it looks as if B2C companies are able to make rapid progress because social media participation is often converted into quick sales. However, it’s wrong to compare the two because goals tend to be completely different. No doubt, B2B companies would certainly be happy if leads were to convert that quickly. However, this isn’t often realistic because the B2B sales cycle is much longer than with B2C companies. While the length of the sales cycle tends to differ depending on the company, it could often take months or even years to convert someone into a paying customer. Social media is a tool that you can use to keep people close to your company as they move through the stages of the sales cycle. That way, when they are about to make a buying decision, your company will be the first one they think of.

Content is Key for B2B Social Media

A big piece of a B2B social media strategy is to share and promote content with fans and followers. However, it isn’t enough to simply post content and share it. You can take this strategy a step further and develop content for every stage of the sales cycle. That way, whenever your potential customer has a question, need, or concern, your content will address whatever is on their mind. By regularly sharing your content on social media, this helps nurture them through the sales cycle. They may not be ready to make a buying decision right away, but as long as you can keep them engaged, you will be there for them when they’re ready. It isn’t enough to simply share posts on your social media accounts. Content is a vital part of the strategy because you need to give people something to look forward to.

Even though social media is a long term process for B2Bs, a B2B social media strategy is well worth it. It’s one more way to get the word out there and prove that you are better than the competition. Nurturing leads and establishing relationships for the long term is an essential part of B2B marketing, and using social media is a great way to do so.

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing





"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”